Lobbyist Jack Burkham has launched a boycott against the St. Louis Rams for drafting Michael Sam and making him the first openly gay player to be drafted by the NFL.

The boycott would also extend to Visa, which recently signed Sam to an endorsement deal.

“Visa and the Rams will learn that when you trample the Christian community and Christian values, there will be a terrible price to pay,” Burkman is quoted as saying by the UK's The Independent.

The protest aims to hit the companies in their pocketbooks. Rams fans are being urged to stop attending games and buying the team's merchandise, while Visa card holders are being asked to stop using their credit cards.

“Openly gay football players send a terrible message to our youth about morality,” Burkman said. “Somebody needs to step up because the moral fiber of the nation is eroding.”

Burkman, who runs the Washington-based lobbying firm JM Burkman & Assoc., made headlines in February when he announced that his firm was pushing for federal legislation that would ban gay players in the NFL. The proposal came just weeks after Sam publicly announced that he is gay.